Digital Marketing
Jargon Buster
ANALYTICS OR WEB ANALYTICS TOOLS – The analysis
of data generated by people’s activity on websites or
mobile apps, for the purpose of discovering ways to
improve websites and marketing campaigns.
E.g. “I’m using web analytics tools to come up with ideas
to redesign my website.”
APP (APPLICATION) – A program designed to run on
smartphones, tablets and other mobile devices.
E.g. “My house needs painting, so I used a local app to
find a reputable service near me.”
BANNER AD – A form of advert found on web pages and
mobile applications, usually in image format.
E.g. “I’m using banner ads to bring new customers to my
website.”
BLOG – A regularly updated website written by an
individual, typically in a conversational style, and focused
on a specific subject.
BROWSER – A computer program used to navigate the
Internet on computers, tablets and smartphones. Examples
include Chrome, Firefox, Internet Explorer and Safari.
E.g. “I’m not sure why my website looks different
depending on the browser a person is using.”
CLICKTHROUGH RATE (CTR) – The number of times
people click on an item of interest, like an advert, in
comparison to the number of times users are exposed to
that item.
E.g. “My clickthrough rate on ads about external painting
is 2%, but my CTR on ads about indoor murals is less than
1%.”
CONTENT – The digital material available to users, via text,
video, audio, images, etc.
E.g. “I’m adding more image and video content to my site,
so it’ll be more engaging.”
CONVERSION OR GOAL – The action you want visitors
to perform. Examples include ecommerce purchases, form
submissions, phone calls, and video views.
E.g. “My main goal is for people to book a consultation on
my website, but signing up for my email newsletter would
also be a conversion.”
CONVERSION OPTIMISATION – The process of increasing
the percentage of visitors who complete your goals.
E.g. “Once I add a new line of faux finishes to my website,
I’m going to start focusing on conversion optimisation.”
CONVERSION RATE – The ratio of conversions to visits,
often used to measure digital performance.
E.g. “I’m not sure why, but my conversion rate on external
painting is very low for male visitors.”
COST-PER-CLICK – The amount of money required to
produce a single click on a digital advertisement.
E.g. “Cost-per-click prices seem to be higher during
weekends, so I’m only running my campaigns during the
week.”
CRAWLER OR SPIDER – A program designed to
systematically browse content on the Internet and collect
information about it to help searchers find what they’re
looking for.
E.g. “I’m scared of spiders, but not the ones that help my
website appear in search engines.”
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Jargon Buster
DESKTOP – A non-mobile device like a personal computer
or laptop computer.
E.g. “I prefer to use a desktop computer at home, but
when I travel I use my tablet.”
E-COMMERCE – The sale of products and services online.
EMAIL MARKETING – The process of using email
messages to share information and promote products and
services.
HOMEPAGE – The introductory or “main” page of a
website.
E.g. “On my homepage, visitors can see examples of my
most beautifully painted houses.”
HTML – Hypertext Markup Language. A language used by
web developers to create websites.
E.g. “My website was written using HTML.”
IMPRESSIONS – The number of times an advert is
displayed.
E.g. “My new marketing campaign for kitchen painting has
received thousands of impressions, but I’m not sure if I’ve
booked any sales yet.”
INDEX – A searchable catalogue of web pages and digital
content used by a search engine to provide relevant
results.
E.g. “Before my site appeared in the search engine’s
index, people couldn’t find my website when they
searched for foyer murals.”
KEYWORD – A word or a phrase typed into a search
engine, which businesses can target as part of their
advertising campaigns.
LANDING PAGE – The first page on a website that a
person usually sees—not necessarily the home page of
that website.
E.g. “I’m adding a coupon to my landing page so that my
website visitors will be encouraged to buy.”
LINK – A text or image that provides a link from one web
page or website to another.
E.g. “When a major home decor blog linked to my website,
I got a lot more visitors.”
MOBILE DEVICE – A portable device, such as a smartphone
or tablet, capable of connecting to the Internet and running
applications.
E.g. “Grandma got a tablet and a smartphone for her
birthday, so now she’s using mobile devices just like her
grandkids.”
NATURAL LISTINGS OR ORGANIC LISTINGS – Results from
a search engine that are not paid adverts.
E.g. “The higher my website ranks in a search engine’s
natural listings, the more website traffic I’ll get.”
PAID LISTINGS – Advertisements that appear on search
engines results pages.
E.g. “I’m thinking about paying to have my website appear
in the paid listings, so that I can bring more customers to my
website.”
PAY-PER-CLICK (PPC) – An advertising system in which
advertisers pay for users to click on their advertisements.
E.g. “I’m going to use pay-per-click adverts to promote my
new faux finishes.”
QUERY OR SEARCH TERM – The keyword or phrase a
user types into a search engine in order to find what they’re
looking for.
E.g. “When people use the search term ‘hairdresser’ they
might be looking for tips on how to do it themselves or a
service to do it for them.”
RANKING – A listing’s position on a search engine results
page.
E.g. “With a lot of work, I’m hoping to get my website to the
#1 ranking on search engines.”
SEARCH ENGINE – A tool that indexes and returns relevant
digital content in response to users’ keywords. Popular
Internet search engines include Google, Bing, Yahoo,
DuckDuckGo, Baidu, Yandex and more.
E.g. “I use search engines to look for trends in home decor.”
SEARCH ENGINE OPTIMISATION (SEO) – The practice of
making changes to web pages, content, and the promotion
of that content to improve visibility in the organic—or
unpaid—search engine results.
E.g. “Investing in SEO helped my website get a higher
ranking in search engine results.”
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Jargon Buster
SEARCH ENGINE MARKETING (SEM) – A form of
advertising that allows you to bid for your advertisement to
show along with search results for keywords that people
are typing in. This lets businesses be seen by people at the
very moment they’re searching for the things a business
offers. E.g. “SEO is a long process, but using SEM helped
me get a lot more website traffic really quickly.”
SEARCH ENGINE RESULTS PAGE (SERP) – A list of results
appearing in a search engine in response to a user’s
search query.
E.g. “After I searched for ‘buy high-gloss paint in bulk’ I
noticed that the SERP had both natural listings and paid
listings.”
SESSION OR VISIT – A group of interactions that take
place on your website within a given time frame. For
example a single session can contain multiple page views
and e-commerce transactions.
E.g. “My website got 2,000 visits last month, but what I
really care about is whether those visits resulted in sales.”
SOCIAL NETWORK – A community of individuals creating
and sharing content.
E.g. “Social networks could be a good place for me to
showcase my beautiful foyer murals and maybe get new
customers.”
TRAFFIC ACQUISITION – The process of attracting visitors
- often referred to as traffic - to websites, mobile apps and
other digital assets.
E.g. “My acquisition strategy focuses on targeting people
who have recently bought old houses.”
UNIQUE VISITOR – A single visitor to a website during a
specific period of time.
E.g. “No matter how many times Uncle Bob visits my
website, he’s still just one unique visitor.”
URL OR UNIFORM RESOURCE LOCATOR – The unique
address of a page or piece of digital content on the Internet.
E.g. “Aunt Sue, you can access my website by typing the
URL into your browser.”

SOCIAL MEDIA – Content such as text, images, or videos,

created by individuals and shared across the Internet.
E.g. “Social media changes all the time, so I hired my
niece to help me create a social media strategy.”

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 Digital Marketing
Jargon Buster
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DOWN 9 A set of interactions recorded for a user during a given time

1 A form of advertising where ads show alongside search period (7)
results (6,6,9) 10 A listing’s position in search engine results (7)
2 The process of attracting visitors to websites (7,11) 12 The first page a user views when they reach your website
5 A portable gadget, e.g. smartphone, tablet (6,6) (7,4)
6 Advertising system where marketers are charged when 13 The practice of making changes to web pages to improve
users click their ads (3,3,5) visibility (6,6,12)
7 Search engine results that aren’t paid ads (7,8) 14 Text or image that, when clicked, takes a user to another
11 Examples include Google, Bing, Yahoo (6,6) page or site (4)
15 Adverts on search engine results pages (4,8)
ACROSS 16 The keyword a user types into a search engine in order to
3 The unique address of a webpage (3) find what they are looking for (5)
4 Websites where users create and share content (6,5)
8 A single user of a website during a specific time period (6,7)
ACROSS: 3 URL 4 Social media 8 Unique visitor 9 Session 10 Ranking 12 Landing page 13 Search engine optimization 14 Link 15 Paid listings 16 Query
Answers: DOWN: 1 Search engine marketing 2 Traffic acquisition 5 Mobile device 6 Pay-per-click 7 Organic listings 11 Search engine